Under Armour sets sights on Oxford Street
Under Armour is expanding its physical presence in London with plans to open a large flagship store on Oxford Street later this year.
Under Armour eyes prime Oxford Street location
The new 2,500 sq ft store will be located at 452-454 Oxford Street and is scheduled to open in November. It will feature Under Armour’s full range of products including apparel, footwear and accessories.
Sign of growing ambitions in Europe
The opening of the Oxford Street store is a sign of Under Armour’s growing ambitions in Europe as it works to expand its reach beyond North America. Last year, Under Armour opened its first standalone store in Europe in Milan, Italy. The brand is also sponsoring major sports teams across Europe including Manchester City FC, AS Roma and FC Bayern München.
Elevate brand awareness and connect with consumers
Under Armour said the new Oxford Street store will help raise brand awareness and connect the brand more closely with consumers in London and across Europe. “We are focused on expanding our reach and connecting more deeply with athletes and fans around the world. The opening of our new flagship store on Oxford Street will allow us to do just that for our consumers in London and beyond,” said Under Armour President and COO Colin Browne.
Retail is key to Under Armour’s strategy
Retail is an important part of Under Armour’s overall strategy to build its brand and connect with consumers. In addition to opening more stores, Under Armour is revising existing stores to include more online product assortments, interactive campaigns and installations, and immersive retail experiences.
